Clothing Network Marketing In 2010: Group Buying Financing Branding

2010 apparel network marketing

The group buying model copied from the US group buying website GroupOn has undoubtedly led to the discovery of a huge gold mine by domestic Internet practitioners.

But at present, the proportion of clothing and clothing products in domestic group buying websites is not very large. Mainly in the way of cooperation with product providers, the main brands sold are Lining, Ecco, NIKE and other well-known brands with relatively high product standardization.

In addition, the "matching network" built on its own website is a special website to introduce clothing matching skills and knowledge before setting up group buying business.

Because of its large number of fixed users, group buying is a branch business of the website, and its operation is very optimistic.

Another group buying mode that has to be mentioned is

However, once these luxury goods are linked to such cheap words as "discount" and "group buying", their quantity can only be regarded as expensive high-end products.

Bringing the international high-end fashion products to the e-commerce market which originally labeled "low price" labels, catering to the increasingly fragmented e-commerce market and the increasingly accurate positioning of the commercial customers.

It is too early to say that expensive big cards on the page can let consumers buy.

Generally speaking, the number of domestic group buying websites is increasing. In the short term, the explosive growth of the group makes the group buying market appear homogenized, vicious competition at the bottom price, and lack of relevant laws and regulations, which makes consumers deceived and other negative reports.

Many industry experts and experts have expressed a consistent view of the future development of domestic group buying websites: the group buying market will soon come to the reshuffle, and the number of group buying websites that will eventually survive will not be many, or even only one digits.

Because among a large number of group buying websites, a few websites with good reputation or high-quality resources will occupy more than 80% group buying consumers. These websites will become bigger and bigger, while other websites can only welcome the closing result.

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With the promotion of online shopping consumers' psychological expectation of commodity quality and the recognition of "Amoy brand", netizens have begun to pition from "price consumption" to "quality consumption" in the past, and the requirements for product quality are more severe.

Before the "small business" business model accompanied by the growing maturity of e-commerce market and increasingly fierce competition, is slowly changing.

Instead, it is the rapid rise of online brands.

Those who rush to the platform at the beginning of their creation and sell one piece are just one. Even the "shrimp and crabs" will be able to salvage gold too much.

When the e-commerce mode is becoming more and more mature, the competition between the shops is more and more severe. How to stand out in the competition, many online shopkeepers start to seek breakthroughs in their business thinking.

Lemon green tea, crack and silk, Justyle, Osa, Miss Morton and so on, a group of "self-made" grass roots sellers, from C to B gradually change, "evolution", not only owns their own brand culture, design team, factory and the same competitive strength as offline brands, also understands the survival rule in the network world.

Product quality, new design speed, after-sale service, and corporate culture are gradually becoming more formal and scale oriented.

The big sellers of online stores are the first batch of trial participants at the beginning of the development of China's e-commerce market. When they become stronger and stronger, they have no experience and lessons to be learned. The puzzles or problems encountered in their development can only be constantly explored and tried.

As a public e-commerce platform, shopping websites provide an unprecedented platform for free development for businesses, but also provide consumers with an objective opportunity to evaluate products, giving all buyers a reference.

Smart businesses can turn it into a word-of-mouth effect that no advertising can match, and get the most authentic and timely customer feedback through evaluation. This is undoubtedly the most valuable for the improvement and further development of an enterprise.

On the contrary, opportunism is nothing more than "suicide" for those Internet brands who have worked hard to achieve a certain scale.

Every business operator must think clearly about how to defend it.

Network brand is the result of the evolution of e-commerce market, and survival of the fittest is natural.

Evolution is bound to eliminate a large number of forms that are not suited to the market environment. Those left behind, the increasingly prosperous strong ones, will bring us more powerful genes that can be inherited from generation to generation.

The pursuit and persistence of product quality is one of their powerful genes.

Keywords: financing

In the first half of 2010, there were 27 investments in China's B2C industry, of which 20 investments disclosed the amount of investment. The total investment amount was as high as 287 million US dollars, which is close to half of the total investment amount in 4 years in 2006~2009.

Industry experts believe that before 2008, the leading enterprises in China's e-commerce industry are still spending money on the market, that is, to seize market share through low profit margins. At this time, financing can not meet the requirements of investors or that large-scale financing is not cost-effective.

This round of economic crisis which started in 2007 accelerated the pformation of China's industry and ripened the e-commerce industry in China.

By 2010, it has entered the "growth period" of the industry. At this time, some high quality e-commerce enterprises have grown to a certain inflection point of economies of scale, and profit margins have begun to rise, and financing is appropriate at that time.

However, compared with traditional retail channels, the Internet market has not yet been able to shake its status for the time being.

At present, China's online retail industry accounts for only 3% of the total retail sales of social goods, compared with 10% of the developed countries.

A longitudinal comparative analysis of the financing of B2C enterprises is made. The total amount of financing of B2C enterprises in the first three quarters of 2010 is almost equal to the sum of the total amount of financing in the past three years. Therefore, the B2C enterprise financing has already been a precursor of quantitative breakthrough.

This is only the prelude to the high tide of B2C enterprise financing, the domestic retail pattern is beginning to change, the online retailing begins at the beginning of the rapid development, and it is not a mature time to concentrate.

The real outbreak period of B2C enterprise financing may not start until the second half of next year, and it will have a sustained high 1~2 year. This will be the beginning of the re division of profits.